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Idea development pro forma

1.
Initial Ideas and Feedback
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2.
General Idea;
The brief said that lamination may be useful as protection for the cards but a
cheap, eco friendly way of doing this on a large scale is yet to be found. Instead is
laminating each card to protect from the food in the kitchen, a clear plastic pouch
could be used. One pouch made from eco-friendly plastic will be cheaper to
produce than laminating each card individually.
The buyer could simply rearrange the cards so that the recipe they are following is
at the front and they can follow it easily.

3.
Idea 1
• Recipes in a rush
• Tasty, healthy meals that can be made with minimal preparation and cooking time and won’t
leave
• Targeting quite a young audience but one that can cook independently (15-24).
• Quite a fun informal style to the cards.
• Simple instructions that are easy to follow.
• Exciting meals that will attract the audience and entice them. (stir fries, Jamaican cuisine,
vegetable sushi…)
• Bright colour schemes to attract the audiences eye.
• Large interesting image could be used on one side to attract attention and smaller images or
illustrations on the recipe side to break up the text.
• Quite a busy layout on this card may be effective. As long as it does not make it hard to
understand it will fit with the speedy theme to the recipes.

4.
Feedback 1
What do you like about the idea?
Clear idea of who the audience is and how you plan to cater to them, with the
presentation and style of the recipe card.
Interesting combination of a busy style but a simple, quick recipe that could
be done when short on time.
What areas of the idea could be developed?
Could say more about specifics of your designs. An example could be where
you would place you title and subtitles, what fonts you might use, specific
colours.
Would this be a contemporary or modern style, or even a mix of both? Could
add a line explaining your choice of style and why.
What do you find interesting about the idea?
I like your idea of quick speedy recipes that are catered to people on the go.
It’s something I didn’t think of personally.

5.
Idea 2
• Dinner Party.
• More upmarket fancy meals that would be perfect for a diner party or some such event.
• Could do recipes for all three courses or just concentrate on main and dessert (the 2 most
popular from our questionnaire).
• Could suggest Vegetarian friendly wine that will go well with the meal.
• Targeted at a slightly older age range who may be more interested in hosting a dinner party
(25-40).
• Fancier card design, could incorporate varnishing or die cutting to enhance this look.
• Simple but detailed instructions, recipes may be quite complicated.

6.
Feedback 2
What do you like about the idea?
Nice choice of theme and appropriate choices have been made regarding the
design of the recipe card. The audience fits with the elements and
considerations have been made regarding the age range.
What areas of the idea could be developed?
Could say more about what the card could include. Would it be a busier
design, or a simple one? Also could talk about what pictures you plan to
include in the design, and where they might be positioned.
What do you find interesting about the idea?
I like how you have included a consideration for suggesting a vegetarian
friendly wine and the theme itself, which could result in a very classy looking
recipe card.

7.
Idea 3
• Packed lunches.
• Ideas of lunches that can be made to take to school, college, university or work?
• This can be limited even for non-vegetarians so new interesting and varied
vegetarian packed lunch ideas could be good.
• Could target parents making lunch for their children or people wanting to make
packed lunch for themselves.
• Design could be quite fun and colourful if designed for parents cooking for child
as it could then appeal to both parent and child who may want to help.
• Could target students and include food that they will want to eat at affordable
prices. The design of the cards could be quite cool and done in a way that will
attract an audience of younger people.
• If targeting adults who work the recipes may change and a more formal style
may be good for the recipe cards.

8.
Feedback 3
What do you like about the idea?
I like how this is a simple straightforward idea and can be adapted to suit all
age ranges, whether they are going to school or work. The ideas of what kind
of food will be in these recipes is solid.
What areas of the idea could be developed?
Could talk a little more about the presentation of this idea. Would any special
printing techniques be used, what colours would be incorporated in this
design, and where you might place pictures?
What do you find interesting about the idea?
I like how this idea is friendly for all ages as I have said above, and I like how
you have made considerations for how you could accommodate to fit them
differently.

9.
Idea 4
• Indulgent Meals.
• Recipes to turn the conception that vegetarian food is healthy on its head.
• Could be good for introducing non-vegetarians into a new way of cooking and
eating that many people believe is boring and bland.
• Photos in the recipe should concentrate on sections of the food that look tasty
and not on the vegetables themselves solely as many of the recipe cards I’ve
seen do.

10.
Feedback 4
What do you like about the idea?
Really cool concept about how you plan to act against what vegetarian cards
normally do, by focusing on the sweet parts of food, not the fruit/veg parts.
What areas of the idea could be developed?
You could talk a little more about the audience you are focusing on, such as
their gender and an age range. Also talk about your design, what will go
where and what fonts/colours you will use.
What do you find interesting about the idea?
Interesting concept for your recipe card and I feel like it could be quite a
successful move to get more non vegetarians trying out vegetarian recipes.

15.
Treatment
Idea Treatment:
Theme:
- ”Recipes in a Rush”
-Quick and easy recipes for vegetarians on the go.
-Meals that can be made in around 30 mins.
-Things like burritos, sandwiches that can be eaten on the go or light meals such as pasta, salads and stir-fry's that can be eaten
quickly and not sit heavy on the stomach.
Audience:
-Teenagers and Young adults
-Students
-Workers
Production Methods:
Recyclable and biodegradable products and use a recycled plastic pouch for all the cards to fit together rather than laminating each
individual card.

16.
Assessment of final ideas
Suitable for audience?
As your idea fits in with the idea that students and workers have little time to prepare
extravagant meals, I think your idea works well in combination with this. It is unique and
well thought out.
Suitability for client?
Your idea uses biodegradable inks and paper which matches with Veg Soc’s brief. They
also asked for vegetarian recipes which you have catered for.
Appeal of the design:
Your design of quick and easy recipes is unique, nicely thought out and well constructed,
with lots of ‘speedy’ motifs like your choice of font and shapes in the design.
Timescales for production:
I believe that your product should have enough time for production in the allotted time
frame. You are not using an special cutting techniques like die cutting so this has saved you
time with printing.
Cost of any specialist work (laminating, varnishing, die-cutting):
Costs may arise from your choice to use biodegradable ink and paper, which are more
expensive than their counterpart. Also, creating a pouch for the cards may also create
some bigger costs for production.
Practical to produce in large runs?
Since your product doesn’t use laminating or any other printing techniques it will be a lot
easier to produce this in large quantities. However, the pouches they will be held in may be
expensive to manufacture/purchase and to get them distributed.

17.
Assessment of final ideas
Available resources:
You have chosen to use biodegradable materials but I am not sure if the classroom has a
stock of these, meaning that you may have to use regular paper and ink for production.
Quality factors:
You will need to check that all of your cards have printed correctly and that the instructions
are readable. You will also need to see that the pouches are not damaged and hold the
cards without a problem.
Legal and ethical issues:
With any images you plan to use with your recipe card you will need to check that they are
either free or that you have permission to use them. You should also check to see that you
have not included any content in your cards that may be offensive or illegal.

18.
Final Group Idea
If it can fit within the recipe, we will also be
implementing the vegetarian wine idea from the
dinner party initial idea.

19.
Final Treatment
Idea Treatment:
Theme:
My recipe card will be using a combination of greens and earthy browns in order to create a very natural looking recipe card
that resembles bark and foliage. This will tie in to the theme of Spring and how it brings in fresh new colours and life, which I
hope to reflect in my card and the recipe itself. The recipe that will be contained in the card will be using a lot of green
vegetables and brightly coloured fruits, or maybe a combination of both. I would prefer it to either be a starter or main course
like a salad, which I believe would fit best into the theme of the card. I will also be including a suggestion for vegetarian wine
to go with them meal itself.
Audience:
I aim to target a generally female audience over a wide age range (18-34), creating a recipe that is easy to make. My card will
use clear, bold colours with a lot of white space as well as short simple instructions with highlighted figures and
measurements for the recipe.
Production Methods:
For this card I hope to use a combination of recycled and biodegradable vegetable inks. For protection I would like my card to
laminated using a biodegradable laminate.

20.
Rationale for final idea
Explain why you have decided to go forward with your chosen idea.
We decided to go with this idea because we believed it had the strongest theme out of
all the initial ideas, and we found that it was easy to implement the vegetarian wine idea
from the dinner party initial idea. It was also thought to be the most well rounded, with
all the themes and motifs tying in to the recipes and the design itself.